Yep, it's usually a dust issue.
Anyway, you mentioned it was only when playing FFXI, is that including playing other games? If it's specifically hot when running FFXI compared to other modern games, I'd be worried something was wrong, otherwise, it's just that the GPU it taxed significantly more while a game is running.
Also, 70C isn't actually all that hot for a GPU. GPU temps can reach 90C and still be considered safe, unless perhaps it's a laptop, and causes injury from being on your lap
Typically GPU temperature isn't critical untill it tops 90C. On the other hand, rereading your post, that's not an absolute number, if a safety mechanism is tripping and shutting the card/system down, then yeah, it's too hot, but it sounds like cleaning out the dust fixed the problem?